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Amos Olutunde Abisoye
[email protected]
Ehizojie David Ighodalo
The socio-cultural values of Lusada market to inhabitants of
Igbesa community in Ado Odo Ota, local government, Ogun
state
Abstract:
Market, like many other concepts, could mean so many things but in the context
of this study it is perceived as a public place for buying and selling (merchan-
dise).It is usually strategically located to facilitate easy accessibility by people
from all works of life to engage in various forms of business transaction. Partici-
pant observation was combined with key informant interview technique in gener-
ating data for this work. The study sought to know if Lusada market serves other
purpose aside from being a place of exchange of goods and services. The findings
were intriguing; ranging from the unique administrative structure of the market to
the various rules, sanctions and penalties being melted out to defaulting members
of the market community. Aside from economic transaction, the market also
afford people of diverse interest and background to collectively relate to one an-
other under an atmosphere of buying and selling with a view to satisfying per-
sonal interest, thereby promoting peaceful coexistence. The study recommended
that the local government in which the market is situated and even Ogun state
government should identify with the marketers by improving on the infrastruc-
tural facilities on the ground. The chord of togetherness among the various trade
associations can also be strengthened through financial support in form of soft
loans to various trade associations which may be registered as cooperative
groups.
Keywords: market, community, sanctions, cooperative
Introduction
The market in its physical form is a space where physical exchange of
goods and services take place. Broadly speaking however, it can also be
seen as a variety of systems, institutions, procedures, social relations and
infrastructures where people engage in exchange of goods and services.
Markets vary in form, scale (volume and geographic reach), location and
types of participants, as well as the types of goods and services traded.
Market may take the form of physical-retail markets which can be held in
town squares or parking lots on an ongoing or occasional basis or non-
physical (internet market). It may also take the form of ad hoc auction
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66 Чланци и студије
markets, international currency and commodity market, stock markets for
the exchange of shares in corporations or even illegal markets such as the
market for illicit drugs, arms or pirated products. The market in sociologi-
cal and anthropological perspective is an economic transaction in human
life where buying and selling takes place.
In mainstream economics, market is any structure that allows buyers
and sellers to exchange any type of goods, services and information. Mar-
ket participants consist of all the buyers and sellers of a good and those
who influence its price. This influence is a major study of economics and
has given rise to major theories and models concerning the basic market
forces of supply and demand. The two sets of principal actors in any mar-
ket setting are buyers and sellers. The market facilitates trade and enables
the distribution and allocation of resources in a society. It allows any trad-
able item to be evaluated and priced. Going into a market place is like go-
ing into an arena where people freely enter into social contract with one
another in order to foster mutual benefits from one another based on ele-
ment of economic consideration.
The main focus of this study is to take a cursory look at Lusada market
vis a vis its economic and social impact on the lives of the people of Igbesa
community of Ado-Odo Ota local government area. Lusada market is a
typical conventional market holding every five days. However, consequent
upon population pressure it has developed to become daily market with
pockets of traders displaying their wares. Although the market opens daily,
there is still the relic of periodicity because at the designated market date,
attendance and sales volume become intense than any other day.
Statement of the Problem
Any market would consist of traders and customers who are likely to
differ in one or many ways. The market or the customers may differ in
resources, geographical location, size, product requirement and buying
behavior. Any of these variables can be used as the basis of segmenting a
market. And any market with more than one person is capable of being
segmented. While the highest number of segment a market can have is the
total number of people that make that market (Cole 1997). What then are
the bases of segmentation of Lusada market? Are the traders segmented on
the basis of their wares or on the basis of their ethnic leanings? The mas-
sive heterogeneous population of traders that congregate at the market must
have devised some coping strategies which make their peaceful co-exis-
tence possible.
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Abisoye & Ighodalo 67
Theoretical framework
Social exchange theory is predicated on the idea that all human rela-
tionships are formed by the use of a subjective cost – benefit analysis and
the comparison of alternatives. According to Homans (1961), the initiator
of the theory, it was developed to understand the social behavior of humans
in economic undertakings. Ogunbameru (2008) perceived social exchange
theory as having its roots in behaviorism, influenced intellectually, by ra-
tional choice theory. The key tenet of the theory is that human behavior is
in essence an exchange, particularly of rewards or resources of primarily
material character (wealth) and secondarily of symbolic attribute. Pre-
sumably, such exchange transactions permeate as sets or joint outcomes of
voluntary individual actions induced by rewards Blau (1963, 91). Conse-
quently, exchange transactions constitute the foundation and open secret of
social life, of group process and relations particularly. Assuming that ex-
change transactions are reciprocal, if reciprocity is not observed such trans-
actions will tend to eventually discontinue. Social exchange theory is based
on a central premise that the exchange of social and material resources is a
fundamental form of human interaction.
Some of the traders the researcher interacted with claimed to have
brought their wares from as far places as Idi-Iroko, Atan, Alapoti among
such distance places. In like manner, many of the buyers claim to have
come from areas such as Sango Ota, Oshodi in Lagos, Igbesa, Owode
Yewa etc. The interaction revealed that the buyers and sellers considered
their coming to the market to be beneficial to them even in spite of cost of
transportation and amount of time involved in getting to and fro the market.
The outcome of an interaction is the combination of costs and rewards.
People strive to minimize cost and maximize rewards, social exchange uses
the equation: rewards-cost-profits to figure out whether a relationship is
worth the time. Usually, the typical person decides to pursue relationship
where the rewards are greater than the cost. The task of exchange theory is
then to investigate the reciprocal advantages that individuals draw from
their exchange transactions on the premises that they engage in and sustain
most social, including non-economic, relations in the rational expectations
of such advantages independently of normative or group consideration
(Ogunbameru 2008). In sum, social exchange theory centers on the mutual
gratifications persons provide one another that sustain social relations.
The reward accruable to buyer in Lusada market could be in form of
the freshness of agricultural products which are sold in the market at a rock
bottom prices. While sellers are also assured of being brought into contact
with prospective buyers who will transact business with them on the basis
of “cash and carry”.
Methodology
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68 Чланци и студије
A life story is highly potent in providing vibrant insight into the wider
context of society. This study adopted focus group discussions (FGD) and
key informant interview to generate needed data. The participants’ stories
evoke unique, idiosyncratic identities, as well as shared values. They also
reveal ambiguities, contradictions and complexities of personal and several
relations. The raw data generated were analyzed through the process of
content analysis to put it perspectives in relation to the objectives of this
study.
Research Objectives
The general focus of the study is to investigate the socio-cultural val-
ues of Lusada market to the people in Igbesa community. Meanwhile spe-
cific objectives of the study are:
I. To find out other social values of Lusada market besides
trading activities
II. To identify some of the challenges facing the market
III. To recommend measures of improving the lot of the mar-
ket
Justification for the Study
The study becomes necessary in view of dearth of empirical informa-
tion on the socio-economic value of Lusada market to the people in the
study area in spite of benefits such information would bring. Empirical
information on the market may eventually draw more patronage to the
market actors (sellers and buyers). Also, such information may be useful to
researchers and policy makers.
Organization of the Study
This report is organized into five sub-headings (sub-units). The first
one is introductory sub unit, followed by a brief theoretical framework. The
third unit presents methodology while the fourth unit presents results and
their discussions; the fifth unit presents the summary, conclusions and rec-
ommendations.
Socio/Anthropological Description of the Study Area
Igbesa is a sub-urban community located in Ado-Odo Ota Local Gov-
ernment area of Ogun State. Igbesa kingdom, according to oral history, was
founded about 800 (eight hundred) years ago by Akeredun, a hunter who
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Abisoye & Ighodalo 69
hailed from Ile-Ife. His father, Olofin the ancestral father of the Aworis,
left Ile-Ife with one of the princesses in search of a place to settle. After a
long journey in the forest, he first settled at Isheri with his children, among
who was Akeredun. Prior to their settlement at Isheri and in their desire to
have a divine place to settle, they had consulted Ifa oracle which directed
them to prepare an oracle feast in a native plate made of clay (awo) and
place it on a flowing river. The oracle instructed further to watch the plate
until it sank and that wherever the plate sank would be their divine place of
settlement. They obeyed Ifa oracle’s instruction and trailed the pot on the
flowing river until it got to a place near Isheri, where the plate sank, which
in Yoruba language means “awo ri”, that is, the plate sank. The exact place
where the plate sank is now known as Isheri Olofin and the residents are
referred to as Awori omo Olofin.
Just like the seven children of Oduduwa who left Ile-Ife to establish
their own settlement which now become the seven important Yoruba king-
doms, Olofin’s children did not stay with their father at Isheri. Each one of
them went in search of his own settlement. To achieve this, Akeredun
again consulted Ifa Oracle which directed him to prepare a feast which he
should put on a raffia mat (eni fafa), placed on a flowing river and trailed
to wherever the feast and the raffia mat would be blown off shore. That
place would be their ordained peaceful place of abode. Akeredun followed
the oracle feast and the raffia mat until they were blown offshore at Lebiri
lagoon. Akeredun moved northwards of Odan Amiro’s hut (who was the
first to get to the area before him) and settled. Whenever Akeredun went
out on hunting and anyone asked of his abode, he would refer to his abode
as a place near the lagoon (Egbe Osa), which with passage of time, was
shortened to and became known as Igbesa today. Lusada market is the
market in Igbesa kingdom that draws traders from far and wide. The mar-
ket is situated around kilometer eight of Atan-Agbara road.
Incidental Findings
Road Network/Transportation
The market is strategically located on Atan/Agbara road. The road
linking Igbesa and head quarters of Ado Odo Ota Local Government also
pass through the market. The market is therefore easily assessable to peo-
ple from Lagos and Badagry through Agbara road. Marketers coming in
from Owode, Egbado, Sango and Abeokuta can get to the market through
Atan road. Agbara/Atan road is motorable all the year round except for
pockets of pot holes on the road. However the portion of the road right
inside the market, leading to Ado-Odo Ota Local government Headquarter
is in a deplorable condition. Although the road still form the main route for
bringing contra band goods such as frozen foods, rice and drinks to the
market.
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Trading Activities in Session in
the Market
Trading Activities on Road side in the
Market
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Risk of Food Poisoning:
Hawking and open display of wares including frozen foods is a com-
mon occurrence in Lusada market. The quality of food usually depends on
the processing and handling technique employed. The implication of food
poisoning on building a healthy nation could be far reaching. A large num-
ber of people suffer from gastro-intestinal upsets annually, as a result of
eating contaminated food which leads to a considerable loss of man-hour
with accompanying consequences. Gbolagunte et al (2012) argued that
food poisoning organism can multiply profusely in foods without initially
altering the appearance, taste or odour.
The need to ascertain that the frozen foods being freely displayed in the
market are safe for human consumption is highly imperative. Or how are
they different from such which customs usually confiscate and destroy, on
the excuse of it not been safe for human consumption.
Frozen Turkey Wings on Display in The Market
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A Typical Buyer
The Market and Smuggling Business:
The market is readily accessible from Seme and Idi-Iroko boarders.
This probably explains why buying and selling of some contraband goods
ranging from food items to drinks thrive in the market.
Gender Structure of the Market
Women were found to constitute about 70% of actors (buyers and sell-
ers) in Lusada market. Although our investigation shows that more women
are at the helm of affairs of many trade associations in the market, but that
the overall headships of the market (Babaoloja) is a male probably reaffirm
the patriarchy nature of the society in which the market is situated.
Major Findings
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Abisoye & Ighodalo 73
Social Values of Lusada Market
The social values of Lusada market can best be appreciated from the
context of social networks and relations of trust, cooperation and other
forms of bonds that exist among the people in the market. The market hosts
people of diverse ethnic background every five days and many of the trade
associations are found to contain people of diverse background.
Contrary to the universal held opinion that market exchanges contain a
history of struggle and contestation that produced actors that predisposed to
exchange under a common umbrella of buying and selling (Fowokan
2011), Lusada market was found to be an environment where traders relate
with one another with a high sense of cordiality. This idea was buttressed
by the experience of the researcher at various times in the market. Firstly, if
a customer gets to the market, all he has to do is to mention what he has
come to buy, other traders are usually willing to guide such stranger to
where his desired ware is sold. Secondly, sellers were found going to an-
other person’s stock to sell what she did not possess. The market was dis-
covered to be a meeting point for people of diverse nationality (some of the
people found in the market claimed to have hailed from republic of Benin,
Togo, Ghana).
Almost all sections of the market have their trade association with their
executive committee in place. Each association has their rules and regula-
tions. The central organization is headed by Babaloja who is ably assisted
by other chiefs such as Alatunse Oja, Iyaloja, Otun Iyaloja, Osi and Otun
Babaloja. The Iyaloja is mainly saddled with the responsibility of caring
for the women folks in the market. Our investigation revealed that any
prospective seller wanting a space in the market, s(he) is expected to meet
Babaloja who after consultation with his committee would do the alloca-
tion of space. While, the Local Government (Ado Odo Ota) Estate de-
partment does the allocation of stores.
Socio Cultural Beliefs
The study discovered that there are basically no form of festival asso-
ciated with the market. Except for market anniversary which usually come
up once every decade. Our study revealed that, despite the religious confes-
sion of the officers of the market, they still believe the traditional view that
rain can be deferred from falling or be waded off. This was discovered
when we sought to know some of the roles of the market officers. They
listed among others; link with Local Government officials, settlement of
disputes within the market and link with” rain diviners”.
Two Focus Group Discussions (FGD) were held with members of two
different trade associations. However, the findings at the two fora were
exactly similar to one another. Hence a report of the focus group discus-
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74 Чланци и студије
sions held with a group of women gave further insight to some of the find-
ings. The discussion was conducted in Yoruba language. Indeed the group
members were largely Yoruba women with a few number of them been
from other tribes. The age bracket of the women the researcher interacted
with during a Focus Group discussion session ranged between 40- 60
years. Some of them claimed to have been in the business of buying and
selling all their life. When they were asked to describe the type of relation-
ship between members of the group, they claimed to have very cordial
relationship in spite of the fact that they trade in similar wares. One of
them said:
“We can be described as “ore di ebi” Meaning that
though they are friends the depth of their relationship be-
tween them is like that of family members (People with
blood affinity).
When they were asked to list some of the things they do or have in
common that can justify the above claim; another member of the group
retorted that:
“We usually buy clothe in common, so that if any-
one has a social function we would go there as a social
group to honor the Celebrant.
Another respondent added that: “We are also into thrift, through which we
help ourselves economically.
A probe into how they organize their thrift showed that they meet to
contribute every market day and give money contributed to the next bene-
ficiary.
Direct interview of the key informant, that is the market head (Baba
oloja) revealed that the market came into existence on the 4th of April,
1986. It was formally inaugurated by the then commissioner for Local
Government and Development Mr. Kebun Fagbemi. Although it had been
in existence for more that a decade before its formal inauguration. It was
established by farmers in Igbesa district. The study discovered that the first
Baba Oloja of the market was Late chief Ola Odagri and that the key in-
formant (Chief Ramoni Ajose) is the second person to occupy the position
of Baba Oloja of Lusada market. The interview was conducted in Yoruba.
The following constitute some of the intriguing revelations during the in-
terview. When we sought to know his roles as the head of the market, he
stated as follows:
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Description:Igbesa community in Ado Odo Ota, local government, Ogun state . the freshness of agricultural products which are sold in the market at a rock.
